GoTyme Bank doubles down on the need of a human connection despite the digitization of banking services in their newest marketing campaign, which they launched after successfully establishing themselves as the nation’s top digital bank for a year.
This multi-media campaign seeks to demonstrate the incomparable importance of the human touch, emphasizing that despite GoTyme Bank’s digital nature, customer service is still the most crucial point of contact for forging deep connections with customers.
Since its launch in October 2022, GoTyme Bank—a joint venture between the Gokongwei Group and Tyme Group, a Singaporean digital banking group focused on emerging markets—has kept to its promise of next level banking by providing products and services that help Filipinos unlock their financial potential.
The response has been nothing short of successful: by August, two months before the anniversary of its launch, GoTyme Bank breached the 1 million customer mark, thanks to the digital platform’s consistent focus on human banking—the first in the Philippines with a “phygital” model, seamlessly blending the convenience of digital technology and human-led touchpoints in its operations.
The delicate crossover between digital technology and human touchpoints is encountered seamlessly from the moment a customer opens an account with GoTyme Bank: over 900 GoTyme Bank ambassadors are available throughout the country, ready to guide customers in opening their accounts via GoTyme Bank kiosks in key areas. In a world of automated responses, customers can call, chat with, or email human personal bankers who are available 24 hours a day, 7 days a week.
To reinforce the personal connection and facilitate efficient customer service, GoTyme Bank ensures that one personal banker will deal with a customer’s concern. This personal banker will respond to a chat in 1 minute, pick up a call in 2 minutes, or revert via email or direct message in social media within 3 hours. That said, GoTyme Bank promises no chatbots or call menus: customers get to speak directly to a human.
The GoTyme Bank campaign revolves around the belief that “The more digital the world becomes, the more human a bank needs to be.” It’s both a challenge and a responsibility especially relevant for digital banks—and GoTyme Bank pushes forward with the campaign in the hopes of embodying their commitment to being a human digital bank.
This integrated campaign launches in the form of a two-minute short film entitled The Lonely Bot, where the main character Roboto finds himself in search of someone he could find a real connection with. Emotionally-charged and insightful, the film highlights the necessity for human connection amidst a world of rapid technological advancement. The movie will be streamed online and screened in Robinsons Movieworld branches nationwide.
“The more digital the world becomes, the more human a bank needs to be,” emphasizes CEO Nate Clarke. “Our mission has always been clear: provide next level banking to all Filipinos so they can unlock their financial potential. Today we pledge that in in every customer touchpoint, a helpful human will be there for you. This will allow us to deliver the best customer service in the banking industry.”
Co-CEO Albert Tinio agrees: “At the core of human banking is communication, building connections and solving issues. Our promise is to provide you with the best customer service: a banking experience deeply rooted in empathy, care, and human excellence.”
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